Construindo a diversidade: o posicionamento do Sport Club Internacional em relação ao movimento LGBTQIAPN+ no Instagram

Abstract

This study investigates the positioning of Sport Club Internacional on Instagram regarding the LGBTQIAPN+ movement, considering the relevance of social networks as communication tools. The main objective is to understand how the club's support for the LGBTQIAPN+ community can impact follower engagement. Three specific objectives were defined: 1) to understand how Sport Club Internacional's history may demand a stance on the LGBTQIAPN+ community; 2) to analyze how the club's commitment to social responsibility is reflected in its communication actions; and 3) to identify fans' reactions and opinions regarding the club's positioning. The research employed a qualitative and quantitative approach, combining content analysis and data classification techniques to examine comments made by the club’s followers on a post related to LGBTQIAPN+ Pride Day. The methodology was based on Bardin's principles (2016), structured in three stages: pre-analysis, material exploration, and result interpretation. Through content analysis, comments were coded, categorized, and grouped into thematic categories, with central words and themes highlighted. The study contributes to understanding follower engagement with the club's support for the LGBTQIAPN+ community and fans' identification with the club's identity as the "People’s Club." Moreover, the findings highlight the need for clubs to expand concrete practices that integrate digital and in-person initiatives as potential social agents. The research contributes to discussions on diversity and inclusion in football, emphasizing the importance of social networks in strengthening institutional positions and supporting the LGBTQIAPN+ community in sports environments.